Founded by Fred Fein in 1966 in the New York State, creator of natural children's toys for over 50 years, Guidecraft emphasizes the importance of open-ended play, the beauty of organic, loose parts and wooden materials, and the significance of hands-on learning through children's connections to nature. 

Guidecraft is a leading brand in children's toys in the US and international early childhood education markets. They work in partnership with distributors, preschools, universities, and other partners to help shape empathetic and authentic environments which create healthy experiences, foster independence, and bring out the wonder in every child.

Based on STEM play and loose parts theory, Guidecraft toys will truly unleash any child’s imagination.  Stimulate your child’s senses and imagination while encouraging creative, constructive play using safe toys inspired by nature and children’s specific developmental needs. Guidecraft provides children from as early as 18 months with open-ended learning toys specially crafted using quality materials.